明星代言產品廣告問題 On the Celebrity Spokeperson

Currently, we could hardly live a single day without seeing a celebrity spokesperson promoting a product or a social campaign on TV, net or other media. This is an intensely popular trend that we cannot fail to notice.

目前，如果沒有看到名人代言人促銷產品或在電視，網絡或其他媒體上看到參加社會活動，我們幾乎一天都無法生存。這是一個我們不得不注意到的強烈的流行趨勢。

There is no doubt that the celebrity spokespeople could boost the sale of a prduct. A host of celebrity spokespersons, however, have emerged as the marketing tool of some companies, even companies producing and selling fake and inferior items. This kind of behavior has produced negative impacts on consumers and whole society, which　should be severely criticized and penalized. Of course, as is known to all, everything has both bright and dark sides. Some stars's endorsement of social activities and public campaigns raises public awareness, giving rise to changes in public behavior. In this case, they serve as positive role models of the general public. To　name only one case: Pu CX, a household figure, acting as the celebrity spokesman of the China AIDS Foundation, contributes greatly to the cause of AIDS prevention and cure in China.

毫無疑問，名人代言人能增強產品的銷售量。然而，一大堆名人代言已成爲一些公司的營銷手段了，甚至公司生產和銷售假冒僞劣產品。這種行爲對消費者和整個社會產生了負面影響，是應該受到嚴厲的批評和處罰的。當然，衆所周知，任何事物都有好和壞兩方面。一些明星代言一些社會活動和公共活動來提高社會知名度。在這種情況下，他們對廣大市民起了積極作用。僅舉一例：濮存昕，一個家喻戶曉的人物，作爲中國艾滋病基金會的明星代言人，有助於中國艾滋病防治事業。